council of great city schools public relations executive meeting july, 2012

Council of Great City SchoolsPublic Relations Executive MeetingJuly, 2012

EAST BATON ROUGE PARISH SCHOOL SYSTEM

DISTRICT INFORMATION

District Information

• Student Population – 43,300– 82% Minority– 86% Free/Reduced– 9% ESS

• School Sites – 85 – 9 Blue Ribbon

• Employees– 6,200 Total– 3,750 Teachers

Important Dates• August 2005– Hurricane Katrina• Over 9,000 students enrolled in one week• Over 3,000 permanent students• Rebuilding

• July 2007– Consent Decree • One of the longest desegregation cases in

U.S. history• April 2009– SACS CASI District Accreditation

SACS CASI

• RECOMMENDATION:“A communitywide marketing strategy should be designed and implemented to address the perceptual gap concerning the quality of education provided by EBR schools.”

Goal

• Generate positive brand perception for EBRPSS by:

– Connecting emotionally– Making it relevant

In order to:Raise morale/instill prideChange perception

Audience

InternalPrimary

Students/ParentsTeachers/Principals

Superintendent/School BoardNon-teaching staff (bus drivers,

cafeteria, etc.)

External

PrimaryResidents who live in EBR parish

Parents with kids in private schools

Secondary: Community-at-largeBusiness/Chamber of Commerce

Government/Local Law EnforcementDistrict Retirees

MediaLocal

NationalTrade

Social Media

Perception is Reality in the Absence of Information

RESEARCH

• Surveys– Internal and External

• Internal Interviews– Leadership Team– Schools

• District Highlights• Board Members• Local Public Relations Professionals

PLANNING

• Board Approval• Budget• Outside Marketing Company– Zehnder Communications

• Messaging– What do we want to tell them?

“You think you know East Baton Rouge Parish Schools?”

“We’ll Make You Think!”

How do we want to tell them?

Messengers - StudentsHeroes - Alumni

IMPLEMENTATION

• Soft Launch– Print– Microsite – thinkebrschools.com– Radio– Media Coverage– Social Media

• Hard Launch– Internal Emails– External ENews– Television Spots

Micrositethinkebrschools.com

• Complements the campaign and creates “buzz”

• Includes the “We’ll Make You Think” video

• Highlights the facts and allows visitors to share those facts with others via various means of digital communication

• Contains a viral marketing component of interactive thought clouds that can be used to send short messages through social media sites and email

Microsite

Media Overview

• Objectives

–Generate positive brand perception and instill pride

– Schedule media to achieve consistent flighting January – May for continuous reinforcement of brand message

• Audience

–Due to broad-based audience, media buying was targeted to adults 25-54

Media Vehicles

• Print Ads

• Radio

• Microsite

• Social Media

• Video

• Television Commercials

• Billboards

Television

• Broad reach vehicle that quickly created awareness among the Baton Rouge market

• Recommended stations included:

• WAFB – CBS 9• WBRL – CW 21• WBRZ – ABC 2• WBXH – My Network 39• WGMB – Fox 44• WVLA – NBC 33

• Provided reach to our primary audience within East Baton Rouge Parish

• Zoned cable allowed for effective and cost-efficient targeting

• Recommended networks (based on high reach among adults 25-54): ABC Family BET FX Lifetime MSNBC NICK TBS TNT TOON USA

Broadcast Cable

http://www.thinkebrschools.

Click on video link

“We’ll Make You Think” Video

EVALUATION

Results

Internal and communitywide surveys were completed at the end of August and offered quantifiable insight into the campaign’s success.

Community Survey Results

• 2009 – 54%• 2010 – 63%• 2011 – 63%

The educational programs implemented by the school district will improve

student achievement.

• 2009 – 46%• 2010 – 56%• 2011 – 56%

Students in EBR public schools can achieve at/above the level of other students in Private/Parochial area

schools.

• 2009 – 44%• 2010 – 55%• 2011 – 52%

The public image of the East Baton Rouge Parish School System is improving.

Community Survey Results

Community Survey Results

Community Survey Results

Community Survey Results

Student Population

Feedback

East Baton Rouge Parish School Board and Executive Leadership Team Members“Congratulations are in order, this is the positive news that will keep our system in excellent performance and acceptance!” -W.T. Winfield, former School Board Member

“This is Big League, Chris! Thanks for your hard work.” -Herman Brister, Chief Academic Officer

“Outstanding! It’s a quality and classy piece of work. Great Job!”-Jesse Noble, Chief Technology Officer

“Thanks, Chris, for making this happen. This prize supports your excellent judgment in the selection process used for this advertising piece. CONGRATULATIONS!!”- Dr. Liz Duran Swinford, former Associate Superintendent for Human Resources